This study develops a stationary model of brand purchasing frequency which combines product class usage and brand choice probabilities.The author uses the model to assess the effect of marketing activities on cumulative brand penetration.
BEMMAOR, A.C. (1980). Test of a Stochastic Model of Product Usage and Brand Choice. In: Market Measurement and Analysis. Proceedings of the First ORSA/TIMS Special Interest Conference, March 26-28, Report No. 80-103. D. B. Montgomery and D. R. Wittink, eds. Boston, MA: Marketing Science Institute, pp. 397-408.